This month, Phoenix will play host to the 24th Annual Greater Phoenix Jewish Film Festival (GPJFF). The exceptional film festival spans two weeks at three Harkins Theatres across the valley. Their aim is to present films of Jewish themes from around the world. Moved by their passion for presenting the richness of Jewish culture through the lens of film, we signed on to be their official film festival design partner.
Stemming from a collective effort, bringing together their team’s knowledge with our research and a strong collaboration of ideas, the partnership developed. Working as one receptive unit, we uncovered their vision and goals for this year’s film festival design.
We kept our focus on capturing the excitement of attending a film festival with a hint of Jewish symbolism. The concept that got the nod, dubbed the film tallit, best resonated with the stakeholders and audience for this event. In a move away from the normal glitz and glamour of typical film events, this concept set the tone. The design utilizes the traditional prayer tallit and weaves a cinematic film strip into the fabric.
To bring this concept to the big screen, we needed a great photograph of an authentic tallit. With a camera, lights and some action, we began the search for the right tallit. With careful attention to detail (and white gloves) we folded and manipulated the fabric in order to get the perfect shot. One that would showcase tradition in a new light. Once the perfect shot was captured, we began building out the rest of the visual identity. A strong display font with clarity and legibility was key. The decision to use the all-caps, san-serif Phosphate brought everything together. This textural font has a dynamic power that shines in display formats. It’s exactly the attention-grabbing type we were seeking.
From movie posters at your local Harkins and supporting ad campaigns to the ticket design and the official program, the film festival design theme carried the look of the event. If you are in the Phoenix area between February 9th – 23rd, check out one of the many incredible films. For more information about the Greater Phoenix Jewish Film Festival or for films and showtimes, visit their website: www.gpjff.org.
A big thank you to Mazel Tov Gifts is in order, as they granted us access to their store and beautiful collection of tallits for an in-store photoshoot.